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The influence of marketing mix on customer intention and purchasing decisions moderated by social networking for choosing a golf course in Jabodetabek

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2024808808IPMI KalibataAvailable

Publisher :Institut IPMI , 2024

Indonesia is one of the countries that also experiences and is affected by COVID-19, due to the existence of work from home or WFH and social distancing, WFH people cannot leave the house. This has an impact on people's lives including the economic sector. Public interest in golf during the pandemic has increased. Golf games that are carried out in open and spacious places allow golfers to apply physical distancing and are supported by qualified health protocols making golf a popular sporting choice during this pandemic. This research aims to determine and analyze the influence of the marketing mix on customer intentions and purchasing decisions moderated by social networks in choosing a golf course in Jabodetabek. This research uses primary data obtained from distributing questionnaires containing respondents' opinions about marketing mix on customer intentions and purchasing decisions moderated by social networks in choosing a golf course in Jabodetabek. The sampling method used was random sampling. From a population of 195 people, all were taken as samples for this research. The analysis method used is SEM PLS using SmartPLS 4.0 software. The results of this study indicate that product has an effect on customer intentions, price has no effect on customer intentions, place has no effect on customer intentions, promotion has an effect on cutsomer intentions, customer intentions affect purchasing decisions, and social networking and customer intentions have no effect on purchasing decisions.

Series Title
-
Call Number
808
Publisher Place Jakarta Selatan
Collation
85p: ill; 30cm
Language
English
ISBN/ISSN
-
Classification
808
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Specific Info
-
Statement
Content Type
text

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